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Online Marketing, website, and social media review by Brooks & Bolt Communications - December 2011
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Online Marketing, website, and social media review by Brooks & Bolt Communications - December 2011

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December 2011 Pitch for a Start-Up website service. Review of their current ad words campaigns, SEO, social media presence. Recommendations and Next steps. The identity of this client is masked to ...

December 2011 Pitch for a Start-Up website service. Review of their current ad words campaigns, SEO, social media presence. Recommendations and Next steps. The identity of this client is masked to maintain confidentiality.

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Online Marketing, website, and social media review by Brooks & Bolt Communications - December 2011 Presentation Transcript

  • 1. brooks & bolt communications | we find solutions Google AdWords & Social Media Report Results, Analysis & Recommendations Presented to: BurnFish Ltd December 2011 Confidential brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618
  • 2. brooks & bolt communications | we find solutions Dear Mary, I am delighted to submit our assessment of results with respect to StudentSwapShop.com’s recent Social Media and Google Ad Words campaign audit conducted in November/December 2011. As you review the information in this document, please feel free to contact me should you or Steve have any questions. In the meantime, I remain, sincerely, Alexandra Brooks brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618
  • 3. brooks & bolt communications | we find solutions Priority List • Rectify Ad Words landing page issue – increase choice / content on SSS web page. • Landing Page for Facebook site. • Agree and create a username and url for Facebook page. • Hootsuite sign up (to schedule more regular and repetitive postings) • Link Facebook and Twitter accounts for joint communication. • Agree parameters and protocol for Brooks & Bolt Communications to engage, and post content on Twitter and Facebook pages. brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618
  • 4. brooks & bolt communications | we find solutions Priority List (2) • Identify target Facebook pages /twitter websites to post links to direct traffic to SSS.com. • Review website page title tags and optimize these with webmaster. • Review website metadata optimization, and keyword inclusion. • Investigate, and where possible repurpose content that can be used to engage audiences across social and web platforms. • Review layout of page: google.com, zaarly.com, ebay.com brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618
  • 5. brooks & bolt communications | we find solutions Getting NoticedContent: Boost audience-interest and interactivity, graphical customer proposition, landing page review.SEO: Review title bar meta data, meta description / keywords, increase in-bound urls.Advertising: Keywords and Campaigns running.Social Media: Content generation, regular updating, seeding. brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618
  • 6. brooks & bolt communications | we find solutions Social Media Metrics Engagement metrics Web 2.0 Metrics Site visits Posts Unique visitors Tweets, Retweets, & @mentions Visit frequency Facebook fans Page views per visit Followers Time on site Ratio: Following to Followers Registrations Content views Conversions Content uploads Shared pages Sentiment ratio Page 1 search rankings brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618
  • 7. brooks & bolt communications | we find solutions Content CreationContent is criticalRequires content planning  Format: copy, video, photos, audio, competitions…  Type: original versus repurposed  Source: where did it originate from? Requires approval  Brand guidelines  Legal issuesMust be engaging… brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618
  • 8. brooks & bolt communications | we find solutions Social Outreach • Social Media is about listening and interacting vs. shouting • Avoid spray & pay • Think telephone vs. megaphone • Engagement hurdles • Need interesting and relevant content • Balance self-focused content • Avoid overt promotion (especially self) Next steps: • Engagement: Listening and interacting • Content – need to agree guidelines • Duties – operational plan for producing, posting, sharing • Policy – legal issues, addressing comments/feedback etc. brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618
  • 9. brooks & bolt communications | we find solutions Meta Data – Example – Swap.com  Swap books, trade CDs, movies and video games with other users for free. List the books, music, movies and games you are trading and the ones you want, and swap.com will instantly find all of the items that you can receive for the items that you have. Best part, trading and swapping on swap.com is completely free.  Meta Description: Optimal Length for Search Engines roughly 155 Characters brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618
  • 10. brooks & bolt communications | we find solutions AdWords Analysis - Ideas used books (180 competing websites) used cds (26 cw) swap books (2) used dvds(34) swap meets (18) swap movies (2) used video games (31) used movies (8) swap dvds (2) others: used blu-rays brooks & bolt communications, llc 1278 Spectrum, Irvine, CA, 92618